So here is a AdWords account that pizza has given us access to he's getting it managed at the moment by PPC manager is paying for it. And what he's selling he's selling a how to start a cleaning business Academy coaching type Academy thing okay. Now what I've done is I set it up to have come see okay this is previous yes yeah He was gonna come down so he's got two campaigns running two campaigns there's not testing too much, but they're quite small campaigns. He's not targeting that many keywords several look this campaign Okay, how many ad groups as he got in that campaign right, quite a few, quite a few loads and loads and loads and loads. First thing to know is Look what his call his campaign is called. It's something intuitive Yeah.

So very intuitive. But he's caught at least call his ad group something intuitive. Yeah. cleaning business. start my own broad and he's got multiple, multiple they need to be intuitive. Yeah.

You know, That the cleaning business start my own ASR getting that as a broad term. Next cleaning business startup broad cleaning business startup exact. Now, if you look at is the number of he's got lots and lots of campaigns. So campaigns, lots and lots of ad groups. Let's click on the ad there and you've only got one ad in that ad group, okay. Keywords good.

Luck is done. It's all consuming one keyword, just one keyword and that without ad and by doing this, he's getting a quality score of nine out of 10. Yeah. is quite impressive. Not very many conversions, just one conversion rate by how many clicks as he had 17 clicks is not very many yet. So lots of statistical significance.

There's a huge variance on the conversion rate so far. Yeah. So one thing to do, which is quite good is so you can see here, you've got the exclamation mark is asking you to add more keywords. But the truth is, you know, he could afford to be a little bit more efficient and capture more leads, really. So he's probably underperforming in that sense. But in terms of monitoring the metrics, so what you saw so Graham as your question, can Google give you tips?

Yeah, he goes to the opportunities tab. Every now and again, you're going to get a few things that it's going to ask you to do. Add new keywords to get your ad ad caught Okay, so you have the opportunity. So as I suspected, we can is that preview. At the moment, he hasn't got a call out at all. He's got no ad extensions there as well.

There might be that's because he's not a local business. He hasn't got a location, he hasn't got a phone number. But there are other things you could be doing it could be doing. What you could be doing here is checking, which call out texts people are responding to. Yeah, so you could have one set of call out texts and one ad and another set of bullet sex in another identical ad. And watching and seeing which one gives you the better click through rate.

But he hasn't enabled our extensions. But yes, Google does give you tips every now and again. And you'll see these things here as a little alarm bell notification. And you have to go to your opportunities tab to see and some of these a lot But before we get back home one little tip, never click on your head. Never try and search for it. Because what happens is that will corrupt your data.

Because if you've got, you know, you don't really want to pay for that click so you're going to just see the ad and not click on it and it's going to decrease your click through rate, which is going to have an impact on your on your scores. So the thing to use is something called the ad preview tool. Now normally, if you go into Google AdWords tools, okay, the tab isn't here because screen is compacted. But if you go into tools, you have the ad preview At the bottom of that of that drop down menu. And what that does is you can type in a search query for a keyword that you're targeting. And it will show how your ad looks with respect to the competitors and it will do this without corrupting your data.

Just that's just a little tip. But you can see how the principles that we're talking about here about having earlier you know, one key word or what what three or four key words but he's going down as low as one key word, and achieving by that is having perfect matching between the ad the text on the landing page and the advert. Now the key word which is giving him an awesome quality score and what he's done with that look, if you look at his the cost per click, he used to pay about 65 pence per click on average. Yeah, 69 or something like 30 p 46. p, as always, is less than half he's paying overtime. Yeah, he's done that over the course of a month. Month.

Yeah. So because you're saving he hasn't had that many flights 2000 clicks is not bad. click through rates now you're probably wondering you know what, what kind of click through rates is what put it in context, what's a good click through rate? Typically across all industries you're looking at around 18%. So you know, 13% is not bad. It's pretty good.

Else is the conversion rate 14%. That's pretty good. Very good. This one is no conversions. Done, why that is. Let's go into this one more.

123 Many, many, many, many campaigns and Look at the Search Network only. So you see how I'm going into the Settings tab campaign settings tab to review what the settings are in Google AdWords editor, all of that will be there and right in front of me. click through rate 17% conversion rate 23% conversion rate is not bad. Yes Really good. You can probably almost achieve you know, if you wanted to go a little bit more inefficient and capture more leads. Yeah.

Use conversion rate and light deeds. But you'll get a greater number of conversion code on the page. Exactly. Yeah. Yeah. Yeah.

So for him, maybe conversion is a lead rather than a payment. Yeah. Exactly. Exactly. Yeah. So, you know, this is what you should be sort of aiming to to do Really?

Yeah. A quick look at the keywords. 10 out of 10 quality score is really good. And that's at nine that's in several 10s there. So you're getting these ads a half, half the price, and that sort of tallies with the data that we've seen in the slide, where 10 out of 10 policy school gives you 50% cost per click So isn't it? Yeah, it's not not.

Yeah, exactly. I think even even two or one in most cases, just the one key word. That's completely sharpshooting. Yeah, really laser targeted traffic. I didn't know he gave me access to yesterday. He only gave me his password yesterday.

So something I have a look here. It's good, good campaign. My only sort of tip there would be add in the ad extensions, which we haven't seen. He's got no call out extensions. Quality Score is already pretty good, isn't it? So it's a case of diminishing gains.

It's possible I mean, it's quite rare mean every time Yeah, so you can order them a 10. You mean? I've never seen that before. It's unlikely, you know, even this is pretty good to get 10 out of 10 it's quite rare. Yeah. Exactly.

Exactly. Yeah. So this really is just kind of seeing all the principles at play here. So if you have an AdWords account, just look at the structure of this. Yeah, you've got lots and lots of campaigns, ad groups and adverts. And each one is targeting a very, very tightly Well, in fact, all of them are targeting one keyword each.

So that's the reason why is quality score. So good. Yeah. Well We don't know that really, because some of them might be getting more clicks, right? Probably not. I mean, what you're gonna find is that you've allocated your budget, but then you know, the 8020 rule 20% of your keywords are going to be producing 80% of the clicks.

Okay. Exactly. Yeah. Yeah. And you won't find out of those 20% that are producing clicks. Only 20% of those are producing profit.

Yeah. So pause the ones that are underperforming, free up your budget to focus on the rest of the keywords by adding bidding a little bit higher, and getting more clicks. Anything around 15 is pretty decent. Yeah. But I mean, it varies from industry to industry quite, quite a lot. You know, me I've seen some guys have had a conversion reps.

I mean, either they can't pay one. So either 70% conversion rate supplements. Yeah. So yeah, this is just a moral campaign Really? Okay, that was really it. Let's crack on with the the talk.

Was that enlightening to see that AdWords? Yeah, cool. So AdWords perfect for AdWords for profit. Now there are three phases principally in creating a successful account. The first phase you should be focusing on building the account okay. Don't focus on getting everything out there in North Kivu campaign.

Do your keyword research thoroughly branch out Have lots of lots of campaigns lots and lots of ad groups, lots and lots of ads. second phase is all about optimization. Once you've built your account, you're monitoring and checking, monitoring and checking every day to see spotting new negative keywords. Finally, and few people do this actually, is to text their back every week, or month. And report, have a look at the report and your results. Yeah, just have a look and see, because it's so easy to get caught up with your day to day.

You know, you might see a local, you might be at a local maximum thinking, wow, look, I've got great, great data and forgotten that actually, several months ago, you were paying a little bit less for your clicks. So be aware of little, you know, little facts like local maxima, local minima. And taking a step back to do this and reviewing all your results over the whole period of time that you've been doing AdWords is useful and to see if you are, you know, in line, maintaining your strategy. So you need a solid foundation, okay, even before you've launched, you've done your keyword research, got multiple campaign creations, multiple ad group creations and multiple ad creations. Maybe three, three or four ads per ad group, you know, if you've got very low search volume, we might want to turn that into two ads, because you don't want to split the clicks up.

Common question is how much should I be spending on a on an AdWords campaign? Yeah, so if you've got maybe 150 keywords, typically for statistical significance, you want to see about at least 50 clicks per keyword. Now obviously, if you've got 100 Keywords 50 times 100 is my thousand that's a lot of money. But it's okay because what will happen is, as I said earlier, 20 percentage Key was producing 80% of the clicks. So very quickly, you'll be able to get lots of clicks on a keyword wouldn't all be happening simultaneously. So your budget won't be eaten up simultaneously by all the keywords equally.

And what that enables you to do is pause underperforming ads in AdWords keywords and add the budget to some other keywords. Yeah. an associate is nothing happening. I just carried on. Yeah, yeah. So you could if you saw the company at the horizon still That's right.

Yeah. So what you want to do, you know, you will not make sure it's very likely you won't make money in your first month, okay? But just just understand that just know that actually what you're trying to do is get data. Think of it as you're paying for data. You're refining your keywords, you're adding lots of keywords into your negative keyword list. Pick the keywords that are going to be costing you money, the keywords that have no prospects of a conversion.

So think of it that way. Just reframe your thinking a little bit. Yeah, I think about trying to make money is as much about trying to save money as well. There's two parts to the game that once you've got an efficient campaign, then you can scale up, but don't scale up until you've got an efficient campaign. And you know, it's efficient if you've got if you've got a positive ROI. Yeah.

That's what the revenue tracking is really important. So once you've done that you launch. Okay. And just to give you sort of a bit of a bit of a help with this, I've created a 12 point checklist that you can download from that website there. cymbalta.co. UK It's mine.

Okay, and here's some screenshots to show you. So number one, first of all, Determine your budget, work out your budget. If you got a monthly budget divided by 30 and get your daily budget only spend what you can afford to lose. Sorry. Yeah, yeah, yeah. And you know, bank on it.

Don't bank on any conversions. Just be prepared to learn with that money. create your account and email, credit cards and a URL. We will use Domain your website. Choose your payment option. The most common one is automatic billing.

Do your keyword research yeah it talks about mining for keywords using online tools. Keyword tool.io ruber suggests answer the public calm and do some competitor research look at what your competitors are paying for what what keywords they're paying for. I spy niosh.com or sem rush.com. So much of a muchness really group your keywords tightly together think about using a keyword grouping tool. If you feel uncomfortable doing this yourself configure your settings. Okay, choose all your appropriate settings in your account.

Change lots of settings and create lots of new campaigns for the new settings Create your campaigns, create your generate your ad groups, okay, and bunch all the relevant keywords into those ad groups. Now more than maybe four or five keywords per ad group, create ad extensions. Yeah. So if you've got a local business you will have, hopefully a Google My places account, you will have access to a phone number call without extension, you have access to a location extension to go into your ad extensions tab to get these and implement them. This will contribute to your ad format assessment for Google. Lower your increase your quality score, lower the cost per click.

Enable conversion tracking, think about using Google Tag Manager. It's great. Get someone to do it for you. Okay. Try and link your analytics account to AdWords if you can. Don't get it wrong.

Do a test transaction Check, double check your conversion tracking, okay, do a test transaction, do a test transaction and it finally launch. Okay. And now on your job is to monitor things every single day. Okay, bad things happen when you walk away from AdWords. Okay, the next phase is all about accounts we want to do is close the feedback loop daily so you can make decisions quickly. You will identify negative keywords quickly so they don't cost you lots of money.

You will be able to pause underperforming campaigns Yeah. dollar 15 point accounts violation checklist you could download as well for the website. If you're okay, so number one. Look back at all your hard metrics compare and look at these values with the last time you checked so okay. keep a diary in a spreadsheet, think about doing this. Look at all your cost per clicks and your keywords are you are you paying more than you should be paying?

Look at your maximum, your bidding value, look at your competitors or if your positions. One is your conversions. You know with low budgets you're going to get not many clicks and therefore, via huge variance. So you take a little while to get some statistical significance. Over time, however, these clicks with about 50 or 100 clicks, you're going to get something that you can trust, but it will take a little bit of time. If you've got a lot more search volume.

With these keywords. You can always do quality schools. Aim for nothing less than seven. If it's less than a seven then you're used to quickly generate new ads We'll review your keyword selection for these ads. If you go into reports, every week, going to live every day if you want, go into reports and you can have something called a search term report. And what this will do is it will show you what everyone's typing in to land on your ad.

And you can see if those search queries have resulted in a conversion. Add new keywords daily, you know, as you're, as you're pausing underperforming campaigns, you're freeing up your budget to start bidding on new keywords. Add negative keywords Yeah, so for example, you're selling tweed coats. You look at you learn from your search term report that you're getting clicks for something like tweed, coats with dogs. Take that into the negative keywords lists immediately. Don't underestimate the search quality of some of these things.

So you could have three in the Yeah, yeah. Correct. Yeah. No. I remember. I think it used to be I'm not sure what he said he's now using your AdWords, you know, I have done.

I have done so yeah. I might be wrong then if you are. If you got an appraisal, you got a company an estimate. System says, guideline. Yeah, exactly. Well, they'll do is they'll approve it.

Yeah, yeah. I mean, two weeks or something. Yeah. Yeah. Yeah, we've gone for a little while. What the fact that Bob gave was algorithm but when it goes to a human goes through a human review, and it will eventually they'll unapprove it and it has been going on for quite a while then.

And they can see normally if you know there is mal intent there, then they'll just blacklist you. Yeah, look at your click through rates for your, your ads with respect to each other. Pause the losing ads. Yeah. Don't look at just the click through rate because the conversion rate also the number of conversions you're getting. And as you create a new ad, you write new ad copy.

Don't rewrite existing ads, just pause them, the ones that are underperforming and create new ads. If you edit an ad, what will happen is you'll lose all that historical data. Yeah, yeah, exactly. Yeah. Not only that, the statistics as well. Yeah, so you lose the statistics.

It will go to zero. So if you do that you won't be able to remember what you are comparing against. Yeah, yeah. Look at your ad extensions Yeah. to creating new ads, split tests similar ads with different ad extensions to see which ones are performing better. If you have a local business, the very bare minimum you should be adding in a phone number and I location extension.

You added positions, you know, are you are you getting the most number of impressions, you know, ultimately, the higher your ad position, the more chance of us we're going to get click through rate getting to click, we talked about using the optimizing the quality score to improve your position. It's done. If you've got the app, if you've got your quality score as high as possible, then your ad position still isn't moving. You have to bid more money. Yeah. Or change your ad format.

So with the example that we saw, we saw that the hadn't enabled, we didn't check his ad position. I think it was two or 2.2 on average. So it's not number one, but it's quality score is 10. So what can you do to raise his acquisition height and paint maybe position number one, maybe you can add the ad extensions to previous ad format, assessment, Google or he can add more money to the bid. Like bid adjustments. Yeah.

Look at the search volume for the keywords that you will have clicks for and remember that If you're increased, it's not always about minimizing the cost per click, you can pay more for a click improve your acquisition and get more conversions. The ultimate goal, of course, is overall profit. And to bring it back again to revenue tracking, if you've enabled this, it's a great way to monitor. Go check into your analytics account, look at the discrepancy between the clicks and visit data to a big discrepancies, escalate an issue with Google. I finally take some time, step back and review the results of last review period. And see if you are improving over time or if this is in line with your strategy, it might turn out that Google AdWords just isn't going to work for you for your product.

Yes, it's all about stepping backs, reviewing Your Progress, okay? And an opportunity for you to make higher level decisions based on your information that you're using in front of you. Is that was working for you? Or are you plateauing, you know, you might be at a local maximum. But generally, it's not really going anywhere. so easily get daily get into the day to day optimization that you forget about, you know, what was happening two months ago.

So, do this fairly regularly, while every day of course, but at least monthly, very least. So summary, builds your account. Okay, before you first launch to build it out properly, take some time to do your keyword research. Do everything with follically you can't really rush Google AdWords. Check it every day. And it takes some time regularly to reflect on the results and just have a look out for you.

Come, you know, is AdWords working for your business? Almost on air. So getting out of who's done for you, you know, you might find that God resists taking a lot of your time. And while it's good to have an understanding of how it's working, you can't afford the time away from your business. So you know, you want to get things done, you'd outsource campaign management. So when you're looking for a campaign manager, be careful because there there's a huge spectrum of competence out there.

Yeah. The very bare minimum, you want to make sure that the guy you're hiring, the girl you're hiring is AdWords certified. And the reason why I say this is a bare minimum, just because I've when I first started AdWords, I didn't want to spend time learning AdWords who seemed like a big headache. I found the whole interface quite intimidating. So I paid an agency To help me. And if they were AdWords certified and they were up to date with a certification, then we're off today with a knowledge at least they would have known that the products I was selling was a restricted product.

And what happened was they spent lots and lots of time and effort on building out the account, only to launch the campaign and the account shut down straightaway. Yeah. And they wouldn't refund the money, which is a bit unfortunate. But, you know, I live in Atlanta that actually no, I need to take make time myself to learn AdWords. You know, just because they're certified doesn't mean they can deliver, he got to qualify them, making sure and check make sure and check that there are no restrictions on what you're selling and get them to explicitly check this. Have a look at a sample of the weekly monthly reports.

Are they intuitive? Does it do they make sense to you? You know, a good campaign manager isn't just about optimizing campaigns but also managing your clients expectations Yeah. So you want to make sure that they're engaged with you and getting keeping in touch with you and explaining the rationale behind the some of the decisions that amazing I know that most piece people's birth PPC managers do not actually check in daily. You know, there's, they're gonna go after the big fish. A good way to quantify pool.

Yeah, sure. So the good way to talked about this before a good way to check if how experienced they are is if they're using AdWords editor, is generally a good way to see there's a good correlation between the use of AdWords editor and someone's competence how to pay For AdWords, okay, so most PPC agencies will start to charge you a fixed account setup fee. Because as you can imagine, it's the account building that takes most of the it's quite time intensive. And then after that either charge you a fixed monthly fee for managing your account for checking in regularly and making changes to your account. Or they will charge you about 15%, maybe 20% of your ad spend. So if you're spending more money, they're getting paid better.

So they're incentivized to make sure that they deliver as long as you're getting an ROI that's greater than 15% of what you're going to them with, that everyone's happier. So that's kind of brings us to the end of it all. Just to recap, we've talked about the ad auction. Hopefully by now you understand how the auction works, how ad rank works. You understand how to get cheaper as well optimizing the quality school talks about this again and again, you wouldn't build your account you know in a tree like structure. With granularity, okay, you will have new campaigns for every single change in settings.

You understand hopefully by now the different networks that exists the Google Search Network, the Google Display Network. How remarketing campaigns tie into all that you want to go outside of Google Keyword Planner for your keyword researcher. Take some time to identify your strategy. Most likely you will profit here and you've got an idea by now hopefully you have more which which metrics to track. So just to close, they're really useful tools for AdWords success sem rush is pretty good for competitor analysis, spy a few espionage. Think SEMrush is probably the most expensive but you know so much of a muchness I use substandard comments so Ukrainian version of the above it's much, much cheaper keyword tool.io keyword research tool is great.

It's got things like you can look at the search data for different search engines like Google, Bing, Amazon even if you're an e commerce YouTube as well ubirr suggests.org I think it is or I Oh can't remember now. It's all free and answer the public is really good for longtail keywords. Generally, for high volume, longtail keywords. All of these you can download the data into a spreadsheet. Finally, you can also get counted Pain automated management tools like double click by Google. Yeah.

Again, be careful with these. At least try and go through the process to understand what what the what forces are at play before you start using one of these things. So just to kind of consolidate all that knowledge, a little quiz, not only questions too few questions. So what's one of the benefits of using ad extensions ABC or D guys? extensions are automated so you don't have to create your ads. Extension extensions ensure higher click through rates, because it makes your ad more prominent.

Increase your reach by sharing your ads or more advertising networks. They provide additional information to make your ads more relevant to customers. God, isn't it really yeah. The unfortunate part is the one of the questions that it gives you on the Google exam. And sometimes it can be a little bit tricky. Actually, on that one, is it B or D?

Or is it B because of the you know, they don't give you the answers, unfortunately. So it's either B or D. Okay, so using duplicate keywords across different ad groups and campaigns is recommended by Google. False Why is that? Yeah, well what you're doing is you're bidding against yourself so you're paying the maximum you can possibly pay. Okay, so today is jewelry store just started selling diamond jewelry. She wants to show an image ad announcing the new collections to people who are browsing websites, or browsing websites about diamond jewelry, which campaign type is a good fit, Display Network Search Network for shopping Well, if she's looking at first of all, she wants to show an image ad.

And she wants to target passively, people who are browsing websites. So it's going to be the display network. Yeah. All features in standard. I'm not too sure Google's not to me when I read through the the online support pages it has to be it's not very clear. Generally, I would just say all features.

I've always done control features. Yeah, little things like that. Yeah. So you've noticed from the search terms report, that certain search terms are leading to a higher number of clicks on your ads. What will you do with this information? I've searched terms that are not leaving too many clicks as negative keywords Make sure relevant search terms or keywords and adjust your bid or add text for these keywords.

Add site links to your ads to make them even more prominent. Make sure all these search terms are included as keywords, regardless of relevance is B, isn't it? Yeah, you to make sure that you're bidding optimally on your profitable keywords. an advertiser campaign is getting a lot of clicks, but the conversion rate is low. Which approach should you suggest to help improve that advertisers conversion rate? which one goes increasing average daily budget for the campaign add new keywords.

The main landing page is closely related to the ad. Conversion Tracking helps you improve the return you ROI from your online advertising because it shows you which ads lead to customer actions that have value for your business. Yeah, obviously a isn't it? Jerry owns a car store and is creating an ad group for car rentals. What would be the most appropriate landing page was add the page with information on car rentals and the concept form. Okay, his car was in car learning and contact form homepage.

Were pages wide selection of cars for sale is B, isn't it? Yeah. And this goes back to what I was saying about even though we can be aware of this on one level, it's so intuitive to suddenly send people to our homepage. Yeah, it's not the best thing to do. While creating your keyword list, why should you leave out misspellings and plural forms of keywords? You're using broad match?

Let's be right will AdWords automatically includes these variations for you? See Don't have to worry about misspellings which of the following items is not a component of the quality score add relevance maximum cost per click landing page experience expected click through rate we're gonna speak to click through rate ties into the quality score the landing page experience does its beat using a maximum cost per click rebranding campaign which of these metrics is especially important sitelink extensions impressions number of times people sees your ad. The average cost per click is click through rate. Yes impressions, isn't it? Yeah. The you can make changes to location and language targeting campaign or account level or workgroup level D doesn't make any sense.

Is not the ad group level. It's the campaign level. Yeah. So if you're talking making changes to your location, you want to set up a new campaign. I see guys, thanks for coming. Thanks for taking the chance on me.